Synopsis
Even in the 21st century, there is not one single country on earth where women are truly equal to men. In recent decades important gains have been made, yet women are persistently discriminated against, particularly in areas that challenge power.
The Product
UNDP’s 2019 Human Development Report reveals that the fight for gender equality has encountered backlash and it’s not just a gender gap, it’s a power gap. Based on this, UNDP’s digital story for March 2019 International Women’s Day chose to highlight invisible forces that hold women back from making progress even today. The story sends a very salient message- When half of humanity does not have the opportunities and freedoms of the other half, all of society loses.
Content Structure
The UNDP Online and Digital team wanted to use Web stories (AMP) platform to execute this hero story to showcase variation in digital communication and execution, and set a new example for design possibilities within the UN system.
Consequently, the content had to be carefully divided into a set number of frames. Without making it lengthy and exhausting or too short where the content starts appearing cluttered.
Design Concept & Visualization
Since this story focused on the invisible barriers and challenges that women face, the look and feel had to compliment this tone, but at the same time not appear dark and grim.
The black and white style was selected in order to showcase resistance towards bias and backlash towards women in the society. A feeling of empowerment instead of despair. Fighting back discrimination instead of accepting defeat. A combination of animations, photography, videos and vector illustrations brought this powerful narrative to life.
Role & Responsibilities
+ Lead Digital Product Designer
+ Animations and graphic visualization
+ Coordinate on time delivery of hero story assets from content producer, fact checkers, social media team and work closely with project manager and lead developer.
+ Visualize and create social media assets for UNDP facebook page and Instagram.
